Thomas W. Brady
Marketing professional with over ten years of experience growing sales and improving sell through for top consumer brands. Instrumental in directing branding, strategic marketing and product design initiatives. Experienced in both start-up and large corporate environments.
P & L Management
B2B / B2C Marketing
Web Site Development
Trade & Consumer Event Mgt
Product Launch Strategies
Amazon A+ Content
SPECK PRODUCTS, San Mateo, CA 2012 - 2018
Sr. Director of Channel Marketing
Developed and implemented channel specific marketing plans to support global sales channels and product launch strategies. Ensured consistent messaging and visuals throughout all retail and online executions. Defined ROI metrics for each campaign and analyzed results. Developed and managed campaign, collateral, merchandising budgets. Directed Speck creative team of five and external vendors / partners to deliver designs and final materials on time and on budget. Directed Field Marketing Team of fourteen to work in market to train sales associates and managed consumer promotions. Managed all company event activations including CES, CTIA, regional enterprise and reseller shows.
Defined and activated a channel-wide authorized retailer program improving online market pricing by 10-30% across the Speck portfolio and improving retail partnerships industry-wide
Developed unique merchandising solutions for mass and specialty retailers to improve category sell through 30-300%
Reduced trade show event costs by 20-40%
Created category-wide merchandising programs to improve product sell through by 30%
Created dealer sales promotions to improve product sell through by 20-30%
Developed on line training program for dealer sales associates product education, improving sell through 20-30%
LOGITECH, Fremont, CA 2010 - 2012
Channel Marketing Manager (2011 – 2012)
Developed and implemented channel specific marketing plans to support overall channel sales and product launch strategies. Ensured consistent messaging and visuals throughout all retail and online executions. Defined ROI metrics for each campaign and analyze results. Procured creative content and partnerships as needed for campaign success. Developed and managed campaign budgets. Directed Logitech team and external vendors / partners to deliver on time and on budget. Monitored retail channel for unauthorized resellers and pricing practices and managed appropriately. Developed retail displays and merchandising to improve sell through at retail including Amazon A+ content pages, images and videos.
Developed and implemented new partner-based gaming promotion strategy increasing sell through by 20%.
Confirmed unauthorized resellers in retail channel and closed accounts resulting in improved profitability.
Created online product attach partnership resulting in sales increases of 300+%
Sr. Mar Com Manager (2010 – 2011)
Developed new marketing communication strategy for Ultimate Ears brand increasing sales, web traffic and social media metrics.
Developed and managed new product launch increasing year over year sales, market share and web traffic.
Managed campaign analytics and optimized tactics to ensure maximum market impact.
Co-produced multi million dollar marketing campaign to launch Google TV product portfolio.
MONSTER CABLE, Brisbane, CA 2009 - 2010
Channel Marketing Manager
Designed, developed, and executed in store signage and displays for regional, national and international retail chains. Designed and produced premium programs for sales training and promotional events. Conceptualized and executed merchandising programs for nine Monster product categories as well as custom seasonal rollouts. Managed the POP/creative services team and vendor relationships as part of the Marketing Leadership Team.
Designed and produced CES trade show booth yielding the best show results in company history.
Reduced retail display and signage spending by $500,000 through creative designs and sourcing.
Designed and produced innovative demo displays opening new distribution points for the company.
Created and implemented sales promotion marketing calendar, maximizing communication during key retail dates.
SKULLCANDY, Inc., Park City, UT 2007 - 2009
Director of Marketing
Developed and implemented demand creation strategy for each sales channel including: promotional event activation, athlete / artist management, sales collateral, print advertising, online integration, and press materials. Managed five promotion managers, events coordinator and a promotions coordinator. Developed and managed product integration, collaboration, licensing initiatives with other lifestyle-oriented companies including product concept development, managing production, agreements and marketing.
Facilitated company growth through targeted marketing initiatives: Primarily print and event and athlete promotions resulting in sales growth of 300% to $85 M over the past 2 years.
Doubled Integrated product annual revenues from $1 M to $2 M, improving relationships, new integration projects and new partnerships including Easton-Bell Sports, Columbia Sportswear, Under Armour, Qualcomm and Microsoft.
Instituted new promotional program strategies to improve sales growth and better control budget spending saving the company $150,000 per year.
Developed and managed marketing budget of over $2.5 M.
O’NEILL, Inc., Santa Cruz, CA 2001 - 2007
Category Manager (2005-2007)
Managed product direction, line merchandising and North American marketing programs. Developed and implemented all North American demand creation strategy including: sales collateral, print advertising, POP/merchandising, product packaging, Internet, consumer catalogs and press materials. Managed North American sales effort working with 8 independent outerwear sales reps and 10 independent dive sales reps.
Instituted new sales program strategies to improve division distribution and sales growth of 30% to $2 M.
Reduced sku count by 25% saving the company $250,000 in sample and development costs.
Managed e-commerce relationships and guided annual development of outerwear and dive content.
Developed and managed North American sales, marketing and operational budgets of $1 M.
Director of Marketing (2001-2004)
Developed and implemented annual marketing and promotional plans and related budgets totaling almost $2 M for seven different market segments.
Grew media impressions by one million impressions through improved relationships with publications in seven different market segments to ensure editorial coverage of O’Neill products, team and events.
Saved company $50,000 – 100,000 per year in advertising costs by negotiating improved rates and leveraging relationship with apparel licensee.
GRAVIS FOOTWEAR, a division of BURTON SNOWBOARDS, Burlington, VT 1999 - 2000
Facilitated five-fold annual global company growth through targeted marketing initiatives.
Created and implemented award winning, but functional merchandising programs.
Managed creative briefs, timelines and global budgets of over $3 M.
BACKHILL SNOWBOARDING Co., a division of Burton Snowboards, Burlington, VT 1997 - 2000
Grew sales from nominal sales to $5 M in under 3 years through targeted marketing initiatives.
Facilitated special youth-focused media events, increasing brand exposure.
Developed and managed global sales, marketing and operational budgets totaling $500,000.
adidas EYEWEAR, a division of Silhouette Optical, Northvale, NJ 1996 - 1997
Developed and implemented promotional programs with athletes Kobe Bryant and Troy Aikman negotiating agreements saving the company $100,000 per year.
SMITH SPORT OPTICS, Ketchum, ID 1991 - 1996
Conceptualized “Slider” sunglass design and championed the development process increasing sunglass sales by $2 M.
Developed “alternative” eyewear product line and managed distribution with sales reps adding incremental sales of $2 M and opening new distribution channels.
Bachelor of Science in Business Administration; Major: Finance / Marketing - University of Denver, Denver, CO
Microsoft Office, Access, PowerPoint, PageMaker, Photoshop and Illustrator, SAP, NetSuite, WebEx, Join.me, Keynote, Skype, Social Networks, Google Analytics, Salesforce, Visio, PC and MAC user